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Uncovering Company-Level Impact: Rethinking Social Attribution with Chris Golec and Emily Gustin

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Manage episode 512605219 series 2986848
Content provided by MarketingOps.com. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by MarketingOps.com or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Text us your thoughts on the episode or the show!

In this episode of OpsCast, hosted by Michael Hartmann and powered by MarketingOps.com, we are joined by Chris Golec, Founder and CEO of Channel99, and Emily Gustin, Business Development Manager at LinkedIn. Chris and Emily share how the shift from individual-level to company-level attribution is transforming how B2B marketing teams measure ROI, particularly in social media.

They discuss how LinkedIn and Channel99 are partnering to provide marketers with a privacy-safe approach to connect paid and organic social engagement to website activity and pipeline impact. The conversation explores the implications for ABM and ABX strategies, the evolving landscape of view-through attribution, and how marketing operations professionals can gain deeper insight into brand reach, buyer behavior, and overall performance across the funnel.

In this episode, you’ll learn:

  • How company-level attribution is changing B2B social measurement
  • The role of privacy-safe solutions in connecting social engagement to pipeline impact
  • Insights into ABM and ABX strategies informed by better data
  • How MOPs teams can leverage attribution to understand brand reach and buyer behavior

This episode is perfect for marketing operations professionals, B2B marketers, and anyone looking to improve social ROI and attribution strategies.

Episode Brought to You By MO Pros
The #1 Community for Marketing Operations Professionals

Marketing Ops, RevOps, Data Pros, and AI innovators will come together to share what's really working and what's not during the week of Dreamforce. Join the conversation shaping the future of rev ops and AI, and save your spot now at AI Unfiltered, happening October 15th from 2:00 PM to 5:30 PM at Sandbox VR in San Francisco. Just steps away from Dreamforce. Visit tractioncomplete.com to learn more.

Join us at MOps-Apalooza: https://mopsapalooza.com/

Save 10% with code opscast10

Support the show

  continue reading

Chapters

1. Setting The Stage: Social ROI (00:00:00)

2. Guests And The Big Problem (00:02:07)

3. Defining View‑Through Attribution (00:03:15)

4. Why Social Signals Matter In B2B (00:05:48)

5. Algorithm Shifts And Measurement Gaps (00:08:35)

6. What LinkedIn Is Now Sharing (00:10:36)

7. Company‑Level Data And Privacy (00:13:53)

8. Account Thinking Beats Lead Thinking (00:17:52)

9. From ABM To Account‑Centric Measurement (00:20:37)

10. Efficiency, Targeting, And Cost To Engage (00:23:50)

11. AI, Analytics, And Attribution Priorities (00:26:37)

12. Closing The Loop With Conversion Signal (00:29:37)

13. Early Results From The Beta (00:32:47)

14. Proving Brand With On‑Target Reach (00:37:58)

15. How MOPs Can Prepare And Win Support (00:40:48)

16. Thought Leadership And Organic Impact (00:44:06)

17. What’s Next: Dynamic Audiences (00:47:01)

18. Wrap Up And Where To Learn More (00:49:46)

220 episodes

Artwork
iconShare
 
Manage episode 512605219 series 2986848
Content provided by MarketingOps.com. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by MarketingOps.com or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.

Text us your thoughts on the episode or the show!

In this episode of OpsCast, hosted by Michael Hartmann and powered by MarketingOps.com, we are joined by Chris Golec, Founder and CEO of Channel99, and Emily Gustin, Business Development Manager at LinkedIn. Chris and Emily share how the shift from individual-level to company-level attribution is transforming how B2B marketing teams measure ROI, particularly in social media.

They discuss how LinkedIn and Channel99 are partnering to provide marketers with a privacy-safe approach to connect paid and organic social engagement to website activity and pipeline impact. The conversation explores the implications for ABM and ABX strategies, the evolving landscape of view-through attribution, and how marketing operations professionals can gain deeper insight into brand reach, buyer behavior, and overall performance across the funnel.

In this episode, you’ll learn:

  • How company-level attribution is changing B2B social measurement
  • The role of privacy-safe solutions in connecting social engagement to pipeline impact
  • Insights into ABM and ABX strategies informed by better data
  • How MOPs teams can leverage attribution to understand brand reach and buyer behavior

This episode is perfect for marketing operations professionals, B2B marketers, and anyone looking to improve social ROI and attribution strategies.

Episode Brought to You By MO Pros
The #1 Community for Marketing Operations Professionals

Marketing Ops, RevOps, Data Pros, and AI innovators will come together to share what's really working and what's not during the week of Dreamforce. Join the conversation shaping the future of rev ops and AI, and save your spot now at AI Unfiltered, happening October 15th from 2:00 PM to 5:30 PM at Sandbox VR in San Francisco. Just steps away from Dreamforce. Visit tractioncomplete.com to learn more.

Join us at MOps-Apalooza: https://mopsapalooza.com/

Save 10% with code opscast10

Support the show

  continue reading

Chapters

1. Setting The Stage: Social ROI (00:00:00)

2. Guests And The Big Problem (00:02:07)

3. Defining View‑Through Attribution (00:03:15)

4. Why Social Signals Matter In B2B (00:05:48)

5. Algorithm Shifts And Measurement Gaps (00:08:35)

6. What LinkedIn Is Now Sharing (00:10:36)

7. Company‑Level Data And Privacy (00:13:53)

8. Account Thinking Beats Lead Thinking (00:17:52)

9. From ABM To Account‑Centric Measurement (00:20:37)

10. Efficiency, Targeting, And Cost To Engage (00:23:50)

11. AI, Analytics, And Attribution Priorities (00:26:37)

12. Closing The Loop With Conversion Signal (00:29:37)

13. Early Results From The Beta (00:32:47)

14. Proving Brand With On‑Target Reach (00:37:58)

15. How MOPs Can Prepare And Win Support (00:40:48)

16. Thought Leadership And Organic Impact (00:44:06)

17. What’s Next: Dynamic Audiences (00:47:01)

18. Wrap Up And Where To Learn More (00:49:46)

220 episodes

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